Given that this study is based on generic likes, this support my claim that Facebook (and Google, and Amazon, …) knows you better than you think. It knows you well enough even if your profile info is wrong to manipulate you (see Facebook mood manipulation study). And I claim it is even able to build your profile without any likes from you based on the like button website bug implant and I’m quite sure this even works by simply analyzing your social network of all the people who added you to their profile.

Given that Facebooks now owns Whatsapp it should be able to do the same for me just from the phone book uploaded by Whatsapp. But still this isn’t an excuse for me to use Facebook or Whatsapp as I’m still trying to expose as little as possible of my personal data.